Telus-to-Optik rebranding disappoints consumers, dubbed an 'epic fail'

by Knowlton Thomas

Telus recently rebranded its TV and Internet services, calling them Optik TV and Optik Internet.

The Vancouver-based company, which has 6.6 million wireless subscribers, 1.2 million Internet subscribers, and 200,000 TV customers, has confused - and angered - many consumers. The public feedback has been that this rebranding was unnecessary, with many critics declaring it a see-through mask over Telus' poor reputation for service, and a money-suck - dollars that should have gone into improving the quality of their products and services.

When The Globe and Mail published a short article on the rebrand on just over a week ago, consumers were quick to pounce. Comments on the article have been largely loathing. One reader asked the rhetorical question, "What does it say about a company when their brand is so bad, and so disrespected, that they have try and hide who is actually providing the service? Epic fail, Telus." Others merely sighed and shrugged at the disappointingly generic name: "Worst. Brand name. Ever," was one response. 

"Rebranding is easier than providing a quality product and service," said another reader. "This is a dud company."

Time will tell if Optik TV and Internet products see greater or worse success than they did as Telus-branded products.

What are your thoughts on Telus and Optik?

Telus Corp.
Vancouver, British Columbia, Canada

Technology is a key enabler for TELUS and our customers, providing advantage and differentiation in the marketplace. By managing the life cycle of current technologies and the timely introduction of new technologies we deliver superior service value to our customers and long-term growth oriented investment performance to our shareholders. For investors, TELUS is succeeding in managing... more

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Knowlton Thomas

Knowlton Thomas

Knowlton is the managing editor of Techvibes and author of Tempest Bound. Based in Vancouver, Knowlton has been published in national publications and has also appeared on television and radio. Previously he was an editor for New Westminster weekly The Other Press and served on its board of directors. When not working, Knowlton enjoys hiking, tennis, and martial arts. more

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